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UTM Parameters

URL query parameters used to track the source, medium, and campaign of incoming traffic.

UTM (Urchin Tracking Module) parameters are tags appended to URLs that tell analytics tools where traffic comes from. The five standard parameters are source, medium, campaign, term, and content.

Consistent UTM conventions are critical for accurate attribution. Without them, traffic from different campaigns blends together and marketers cannot measure what is working. A shared naming guide prevents duplicates like 'facebook' vs 'Facebook' vs 'fb'.

Modern attribution goes beyond UTMs with server-side tracking, first-party cookies, and multi-touch models, but UTMs remain the foundation of campaign-level measurement across virtually every analytics platform.

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Related Terms

Attribution Model

A framework for assigning credit to marketing touchpoints that contribute to a conversion.

Conversion Rate

The percentage of visitors or users who complete a desired action, such as signing up or purchasing.

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